That’s why I love the adiZero Rose 2 campaign from Adidas. Before I get into anything yes, I am a Bulls fan from Chicago. What I like about this campaign goes beyond nationalism though. Adidas and agency Sid Lee recognize Derrick Rose as a unique personality in sports. According to adidas-group.com “it is the most diverse and all-encompassing glimpse into the brand ever.”

The most visible aspect of the adiZero Rose 2 campaign is “The Bull” commercial where D Rose turns the tables on some matadors in Madrid. If you look closely you can see the Celtics, Heat, and Magic represented as well. This masterfully crafted spot directed by Romain Gavras has a shortened thirty second version and a sixty second version that is worth every second of your time. Also check out all the languages used in the comments section.

Derrick is well known for his philanthropic endeavors aimed at giving back to the community he grew up in. Adidas tapped into that with the Run with D Rose event and by sponsoring the Derrick Rose Renovation Project (along with Powerade, McDonald’s, Skullcandy, Wilson Sporting goods, and the Wasserman Foundation).

Adidas didn’t stop there by any stretch. The main Adidas Facebook page had clues that you could use to solve a puzzle allowing you to play with Derrick in a pick-up game. Then if you slide over to the dedicated basketball page you’ll find more exclusive content including a video where Rose reviews his shoe.

The Derrick Rose/Adidas hook up was a match made in heaven. In Derrick Rose you have a real, personable, and charming brand ambassador who genuinely cares about his community as well as his product. In Adidas/Sid Lee you have a company that’s willing to embrace new media and let their highly paid endorser speak. Cheers to Adidas and Sid Lee.

If you aren’t a Derrick Rose fan or a Bulls fan, does this campaign resonate with you?